CHARTREUSEIN THE UK EXPORT MARKETING GROUP PROJECT MahéGuillerminet Sarah Fanorenantsoa Nathalie-Anne Gutierrez ClémenceGuillet
The product’s personality • “Liqueur des PèresChartreux” • Typical French Product • ALCOHOLIC BEVERAGES: Liquor/Spirit Category • INGREDIENTS: Alcohol; Sugar; 130 plants and flowers • ALCOHOL CONTENT: 55% (110° proof US) • Powerful and unique • 1764: Made a milder beverage “Green Chartreuse” • Only two Chartreuse monks know the identity of the 130 plants Mystifying and Traditional Production Method
Can the green Chartreuse succeed in the United kingdom? • Exporting a French product in another European Country • UK: member of the European Union but not the Euro community • Exchange Rate need to be considered • A French product strictly link to French culture • Affordability • Consumption • A Step by Step Analytical Process
STEP 1: Industry Structure Liquors in the UK • Spirits, Liqueurs and Fortified Wines declining market • Difficulties attracting younger drinkers • Old-fashioned image • Opportunity: Flavored Alcoholic Beverages • The market should adapt to the tastes of the current younger generation to remain competitive • The new development process: the mix rather than the spirit drink itself • Associated with strong spirits, also give the drinks a more adult image
“GREEN CHARTREUSE’S potential competitors” • Liquor & Spirit Products • Not Labeled: PROTECTIONISM • Won different International Awards • Strong brand and Product Recognition
Step 2: Implement an export strategy The Gains: • Sharing the “Elixir”: Life is Valuable • A Natural Product (only plants): GREEN • Monks heritage, A secret that people will be • willing to experience The Ways: • Different Opportunities;Specialized Companies • Transport Facilities: Boat? Trains? Trucks? Planes?
Step 3: Choose the sales presence http://tutor2u.net/business/marketing
Distribution Channels Manufacturer in charge of the distribution of the product: “Chartreuse Diffusion” Independent retailers abroad • Various range in England • Tesco, Sainsbury's, Asdaand Morrison Carrefour CHANNEL OBJECTIVES: easy for customer, convenient • Place utility: Available to large range of customers - in Supermarkets, bars… • Time Utility: Available at almost any time (Supermarkets Opening hours from 6 am to 11 pm in London) • Form Utility: Ready to use, bottled, well conserved • Wholesalers • Example in UK LWC • Reaching individuals owning pubs, but also restaurants etc.
TRANSPORTATION TO ENGLAND • Depends on agreements with Suppliers by generally through road in all European Union • ROADS – Using trucks • 73.7% of fret is through Truck in the EU • Safer, greener, more silent and cleaner than before • Still less expensive than rails and planes • Cautious in terms of transport • Dangerous inflammable • Glass Fragile and Expensive • 25 Tons Truck • 33 Pallets “Europe”120x80cm • - Lyon to London1,500€ / Truck • Transport taxes included • - Complementary insurance in the EU for damage / rotting 0.150%
PRICING POLICY 21.01€ 21.18€ 21.08€ =17.50£ 24.54£ 6 % 15% 20% VAT
SELLING PRICE FRANCE ENGLAND FINAL PRICE ≅34€ (70 cl, inc VAT) POSITIONING IN FRANCE Digestive Used in cocktails FINAL PRICE ≅33.15£ (70 cl, inc VAT) POSITIONING IN ENGLAND Unusual, not everyone’s taste “Granny’s drins cabinet”
SOURCES • http://www.chartreuse.fr/green-chartreuse;fiche;3;uk.html • http://www.investincornwall.co.uk/uploads/reports/the_uk_food_market.pdf • http://www.wsta.co.uk/taxation.html • http://www.google.fr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&ved=0CEAQFjAC&url=http%3A%2F%2Fwww.iru.org%2Fcms-filesystem-action%3Ffile%3Dmix-publications%2FDYK-Truck.F.pdf&ei=usqDT5PjHufJ0QWv6JS5Bw&usg=AFQjCNE-cLSE6-AxHehJ3oiMQxGpVn8M9w&sig2=H3gjBQV1-y3Ibc831LIOdQ